Whether the country likes it or not, Namibia already has a brand. Outsiders have a specific idea of the country's character, and at the moment that character is branded by generalisations, narrow perceptions, stereotypes, and clichés. Gordon suggested a number of ideas that Team Namibia can use to improve its global competitiveness.

The use of nation-branding by middle power states has continually increased as other nations engaged in the policy experience some success and create a name for themselves in the international community. Nation-branding allows states to distinguish themselves from other nations or create a new image due to negative perceptions of individuals across the world.

China ranks top among emerging economies in exercising intangible power, according to the soft power index report released by consulting firm Ernst & Young...A country's intangible power varies in terms of global image, global integration and global integrity, each of which include several factors such as media exports, tourism and carbon emissions, according to Ernst & Young.

NAMIBIA must change its country brand, currently flawed with stereotypes, narrow perceptions and cliches, to a bold, multi-layered one which will allow it to compete on a global stage. "Namibia's brand can never be a brand like KFC or McDonald's," Gordon Cook of the National Brand Navigator for South African brand leadership school Vega said at the annual general meeting of Team Namibia on Wednesday.

Denmark has launched a new journalistic shortcut to Denmark: Denmark – Stay Tuned. As the first country in the world Denmark has developed a nation branding smart phone application targeted at international media and journalists.

Is nation-branding effective? Japan is perhaps a good case study. Japan has engaged in a dedicated effort to brand its nation through pop culture, among other things. It is leveraging the popular culture of anime and manga comics to become “cool” in the eyes of the world.

Some players in the tourism industry are of the opinion that Namibia’s branding and slogan as a tourism destination are neither representative, nor are they very effective. “‘Endless Horizons’ – does it actually represent Namibia’s unique essence?” asked London-based Hidden Gem PR Director, Rinaani Musutua.

“South Africa’s brand image shot up considerably. It is now ranked 36th out of the top 50 nation brands and voted the most valuable country brand in Africa by the Brand Finance Nation Brand Index.” ...“The perceptions of South Africa as a dangerous destination have been dispelled once and for all. Even the domestic media have moved away from beating the crime drum..."